Foodservice innovation is transforming convenience retail with subscriptions by enhancing customer loyalty and driving recurring revenue
Foodservice is a critical component of the modern store experience and subscription programs are an ideal way to drive loyalty and recurring revenue in this area.
Mats Danielsen, CEO, Liquid Barcodes
At the NACS Leadership Forum, held February 11-13 in Amelia Island, Florida, convenience industry leaders gathered under the theme “Be the Destination: Fuel, Food, and Experience.” Among the many insights shared, one clear message emerged—foodservice is shaping the future of convenience retail.
The Evolution of Convenience: More Than Just Price
Several Liquid Barcodes team members attended the NACS Leadership Forum, including CEO Mats Danielsen. The event theme which focused on foodservice underscored that Liquid Barcodes staple products are perfect for the industry as retailers of all sizes look to stand out in a “sea of sameness.”
David Portalatin of Circana set the stage with a fundamental truth: convenience stores can’t win on price alone. Competing with pantry staples from grocery stores is a losing battle, but offering convenience, quality, and unique experiences creates a compelling value proposition. This insight underscored the need for convenience stores to rethink their approach to foodservice, making it a destination rather than an afterthought.
Industry Expert Insight: Mats Danielsen on Subscription Success
“This year’s NACS Leadership Forum focused on the pivotal role of foodservice in U.S. convenience retail. A key element of successful foodservice strategies involves leveraging the unmatched variety of beverages offered by convenience stores and expanding meal and snacking opportunities around this core strength,” shared Mats Danielsen, Liquid Barcodes CEO.
Reflecting on the event’s presentations, Mats emphasized the potential role of subscription programs in encouraging the evolution of c-store foodservice: “Foodservice is a critical component of the modern store experience and subscription programs are an ideal way to drive loyalty and recurring revenue in this area.” He continued, “Our subscription programs help convenience retailers create world-class subscription and reward programs tailored to their customers, ensuring they always come back. These subscription programs may be focused on hot & cold beverages only, bundles such as breakfast and lunch combos, or foodservice items itself.”
The Power of Beverage Subscription Programs
One of the most transformative strategies for boosting foodservice engagement is the implementation of beverage subscription programs. These programs build customer loyalty and provide a steady revenue stream.
✅ Loyalty Boost: Subscription models encourage frequent visits, fostering brand connection and driving additional purchases
✅ Predictable Revenue: Recurring payments create financial stability
✅ Data-Driven Decisions: Insights from customer refill patterns and preferences allow for personalized promotions and improved marketing strategies.
✅ Competitive Differentiation: A subscription program sets a store apart from competitors, creating a unique selling proposition.
Several convenience retailers have already embraced this subscription model. Nisqually Markets, for example, successfully launched a loyalty mobile app featuring beverage subscriptions, games, and rewards. Power Market and Enmarket deployed successful car wash subscription programs last year and FastLane introduced monthly plans for car and truck washing.
Circle K Enjoys Subscription Success
One featured speaker at the NACS Leadership Forum was Brian Hannasch, special advisor and former president and CEO of Alimentation Couche-Tard, the parent company of Circle K. Circle K has been a valued Liquid Barcodes customer for many years, enjoying an incredibly successful car wash subscription program, in North America and many countries throughout Europe.
With more than 15,000 stores worldwide, Circle K operates more than 5,800 stores in the U.S. and sits at number two on the 2024 NACS/NielsenIQ list of the Top 100 Convenience Retailers as ranked by store count.
Circle K’s vast global network of 2,750 car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program soon expanded into Canadian stores and the rest of their global markets.
A new, refreshed app will launch soon in the U.S. Be sure to subscribe to the Liquid Barcodes newsletter to be the first to see this modern app!
Industry Connections
At the NACS event, from insightful discussions on the pivotal role of foodservice in convenience retail to a fantastic luncheon at Coast before the kickoff, every moment was packed with value.
The Liquid Barcodes team enjoyed store tours in Florida with board and management team members highlighting innovative strategies—including some of our own programs—that leverage the convenience of car wash subscription.
A networking lunch at the event brought together the team and retailers to talk about successful customer programs, too!
Foodservice: A New Era for Convenience Retail
The insights from the NACS Leadership Forum paint a clear picture—convenience stores are evolving beyond quick stops for fuel and snacks. By prioritizing foodservice, embracing beverage subscription programs, and rethinking store layouts, retailers can position themselves as destinations for quality, experience, and engagement. The future of convenience is not just about transactions; it’s about creating lasting customer relationships that keep people coming back for more.
About Liquid Barcodes
Liquid Barcodes is the leading loyalty platform for convenience retailers. Unlike other solutions, ours has been designed from the ground up to retain member engagement and activity. Every aspect, from the fundamental system architecture to the small details that make our loyalty apps such a joy to use, is crafted to ensure a highly personalized, gamified experience.
Our loyalty programs are so engaging and visually appealing that members remain active over time, making us better than any other solution at retaining your members’ attention. Increased attention, translates into increased impact. Ultimately, these differences will make your loyalty program a more powerful and effective tool, when you work on increasing basket size and visit frequency.
Learn more about Liquid Barcodes at liquidbarcodes.com.
About the Author
Carolyn Schnare, Chief Content Officer, Liquid Barcodes
Carolyn Schnare has been involved with the convenience retailing industry for two decades with extensive knowledge of customer engagement and marketing, sustainability, and community outreach. Before Liquid Barcodes, Schnare worked at NACS (National Association of Convenience Stores) in a variety of roles from event production to membership and most recently as Director of Strategic Initiatives and host and producer of the popular industry podcast, Convenience Matters. Schnare currently anchors the popular Future of Convenience podcast, produced by Global Convenience Store Focus media group.
